In the third year of the epidemic, catering people want to find the start of the game from the change.

"The courage is not so big, and the desire to open a store is not so high." "There is no savior in the world, and the self -rescue of the enterprise depends on yourself" ... What is the most authentic survival status of the catering person? We interviewed nearly ten catering people.

This article was originally launched by the red meal network (ID: hongcan18), author: Zhou Mo.

In the past three years, catering people are not easy.

According to the company's investigation data: In 2020, more than 320,000 stores in the catering industry were canceled; in 2021, the catering industry revoked or canceled 935,000 stores; in the first half of 2022, catering related companies canceled 373,000.

At the same time, data released by the National Bureau of Statistics showed that in 2020, catering revenue was 3952.7 billion yuan, a year-on-year decrease of 16.6%; in 2021, catering revenue was 4689.5 billion yuan, a year-on-year increase of 18.64%; A year -on -year decrease of 8.5%.

The disappearing store, the sudden drop in income, is like a sword of the Damores that hangs high on the catering person's head to force everyone to act to cope with future uncertainty.

Recently, the Red Meal Network (ID: hongcan18) interviewed nearly ten catering people around the topics such as changes in mentality, self -rescue challenges, and prediction thinking, trying to present their most authentic thoughts and thinking.

Hu Yongxiang, general manager of Qianfu Porridge: The courage is not so big, and the desire to open a store is not so high

In the past three years, our biggest change is not as bold as before. In the past, I was used to investing in assets investment and opening a big store, and the speed of opening a store was relatively fast. But in recent years, investment has been reduced, and the desire to open a store is not so high.

At present, the national epidemic is still repeated, and its impact on performance and profits is very great. In addition, the "three highs and one low" intensified, and every decision we make is more cautious than before.

In the past two years, in order to reduce costs and increase efficiency, reduce management costs, and reduce personnel expenses, we have also made a lot of adjustments and changes, such as leased some large stores to divide some shops to reduce rent pressure; shorten the business hours, shorten business hours, and shorten the business hours. Reduce operating costs; do online and offline marketing, launch new products, and promote performance improvement. Some stores have a little profit, and the effect is not obvious, but at least the loss is not so serious. Employees have things to do, and we can get wages, and we have some comfort in our hearts.

However, although the epidemic has a great impact on the catering industry, there may be an unavoidable large shuffle in the next step, but I think the industry still has a large market space, but the practice is different from the past. The threshold is the threshold. It will become higher and higher.

Next, if you want to do well, you must have new models, new products, new marketing, and also have accurate data analysis and digital operation capabilities. How to choose the track? How to position it? How to develop? What kind of brand? We have been thinking about these issues seriously.

Lao Zhen chatted with the founder of Catering and Bao Kitchen Lady Lao Zhen: Many catering bosses have not been stretched, they are closed

At the beginning, many catering people thought that the epidemic would be the same as the SARS ten years ago. It was just a brief hurdle. It took two or three months to grit his teeth. No one expected that it lasted for so long.

After repeated repeats in recent years, many people have now seen the bleak, not as tight at the beginning.

However, after all, the catering industry is the cash flow industry. There is no income for two or three months in the epidemic, but the rent has to be paid and the salary must be paid. Many landlord's houses are bought by loans. It is impossible for others to reduce your rent, and it is impossible to give you rent -free.

Honestly, the brand with more employees and a large store will have a great impact. Relatively speaking, we do small fast food, and the impact is relatively small.

I have also seen a lot of food companies being rescued by themselves, taking takeaway, group meals, and retail, which may be useful but not necessarily large.

As far as I know, most of the meal companies are resisting resistance. I use the money I earned before paying wages and paying for everyone. I want to carry these three months. However, there were still a large number of companies that couldn't hold it and fell before dawn.

Zhang Zhimin, the founder of Xiao Fang Niu: Practice soldiers in leisure, think deeply, and make enough preparations

From the latest data in July, our turnover in Hebei stores has returned to 100%, and Beijing stores have also returned to 90%before the epidemic. But under the nest, the egg was finished.

Under the epidemic, the impact of the catering industry is huge. Many catering people around me have become unusually anxious and confused, but I think that confusion and anxiety cannot change the status quo. The only thing we can do is rethink and prepare.

In the past two or three years of the epidemic, we did not take off like a lot of food companies, or to find incremental through live broadcasts, prefabricated dishes and other channels. But we didn't stop either. What we did is to think more about how to live? How do you live better than others? What is the core competitiveness of an enterprise? How to adjust the strategy to make companies stronger?

During the leisure, we practiced in -depth combing the internal operation management system within the enterprise, including training employees and improving the management system.

In recent years, we have also adjusted the store opening strategy and slowed down the speed of opening the store. Previously, 5 were opened each year, and now only one is opened each year.

The epidemic is very large for some startups, but for some brands that have accumulated time and survive under the epidemic, I think this is an opportunity.

Zhang Dawei, the founder of Taohuayuan Ji: There is no savior in the world. Since the company's self -rescue relying on its own epidemic in 2020, we have experienced the impact of the three waves of epidemic. Because of the Shanghai epidemic, Nanjing has also been affected by the Shanghai epidemic. The month is basically recovered.

Catering is an industry that must be supported by turnover cash flow. We have also faced cash flow dilemma. Later, we asked for a bank loan to solve it. In order to rescue ourselves, we have also layoffs and salary reduction, which has brought some bad impacts to the company's level. Fortunately, through the output of corporate culture and values, the confidence and combat effectiveness of management and employees are not lost.

The three years of the epidemic is the three years of our most painful and difficult three years, but there are never many saviors in the world. Enterprises can only rely on ourselves by self -rescue. I believe that there is always a day when we have an epidemic to spring. In any case, we must survive.

Xiong Mingwen, the founder of wine barbecue: Catering is still a promising industry

In the first two years of the epidemic, Jiujiu was rarely affected, but the impact this year was still relatively large. Because the epidemic has repeatedly, the revenue of the store has become unstable, and our store opening speed has also slowed down.

But we also polished the team during this time to optimize the product. For example, we have been doing private domains, do well in store services, and maintain good old customers. At the same time, we can rely on franchisees and make them confident to spend difficulties.

Although the current market is not good, we have always believed that catering is a promising industry. Under the Matthew effect, the weak on the catering market will be accelerated in the future, the strong is Hengqiang, the degree of chain and market concentration will become higher and high. Enterprises must be down -to -earth, optimize their own models, polish products, and team training.

Liu Gang, general manager of Dong Nitrogen Hushu Lambut House: The industry is experiencing a round of large shuffle

The cave nitrogen is not bad. We have avoided each of the big epidemic, and most stores have not been greatly affected. However, investors in the market have become more conservative, and many people are watching and dare not invest. This still affects us, because cave nitrogen Hushu Lamb Museum is a brand based on franchise. Therefore, during the epidemic period, we did the most to strengthen the construction of the management system and help existing stores and agents grow.

In fact, seeing that the industry and their peers were tossed, we also changed, and even more rain -up, attaching importance to improving our core competitiveness to ensure that companies and brands can calmly respond when the market changes.

The catering market is experiencing a large shuffle, but this will also give birth to more excellent catering groups. We can see that the competitive brands have almost achieved adversity growth during the epidemic.

In the future, as the industrialization of the supply chain and the capitalization of the brand is becoming more and more mature, catering will develop towards brandization and chain, and at the same time, the market's requirements for innovation will become higher and higher. These are all challenges in front of the enterprise.

Zhou Yan, the founder of the wine to pick up the barbecue: After the epidemic is calm, the market will usher in a rebound

In the past three years, we are the process of gradually understanding the epidemic. In the process, we have continued to summarize and constantly adjust business strategies.

For example, in terms of development of new stores, we are more cautious and stricter for the location of the new store; it will expand the takeaway business for the regional stores affected by the epidemic and increase the turnover of the store; it will carry out the training of military training and exchange experience from the details of the service. Learn each other, improve the professional level of personnel, and improve team morale.

In the self -rescue of the company, we also summarized two experiences:

The first is to keep the cash flow. When the epidemic is unknown, cut off the unnecessary branch business as soon as possible, withdraw the funds back to ensure internal subsidies to ensure the stability and cohesion of employees;

Second, when the epidemic is unstable, improve the construction of the supply chain and the brand planning layout after the epidemic, so that when the operating environment is clear, it can directly enter the normal business state.

I believe that the future catering is still very dowed. Consumers' demand for food still exists for a long time. After the epidemic is calm, the market will usher in a rebound consumption.

Of course, affected by the epidemic, the catering industry will definitely go through a process of shuffling. In this process, I believe that the chain brand with a good brand management and strong logistics support capabilities will spend more securely.

For wine picking meat, the front end will continue to attack in the future, continuously seize market share, and will continue to deeply cultivate barbecue categories, including technology and organization innovation and change.

Troop

In the past three years, the catering industry has been greatly impacted due to the epidemic. Many catering companies have left the game because they can't stand the closure of the door.

Right now, the recovery of the industry is still full of uncertainty, coupled with the overall economic downward, catering companies are also facing many reality difficulties, such as difficult rents, raw materials, artificially three fixed costs, sharp reduction passenger flow and difficult to recover Consumption confidence, etc.

But at the same time, we also see that most of the catering people did not choose "lying down", but actively responded to the changes in the times. In the process of persistence and response, we also had deeper thinking and planning for the long -term development of the enterprise.

In the future, the development of the catering industry is still unlimited. We have reasons to believe that those who know how to bred new machines in crisis, find the start in the change, and find a certain enterprise in uncertainty will eventually usher in their own spring.

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